Photography: shop.momofuku.com. Images belong to their respective owners.
Momofuku
marker-scrawled pantry staples around a yellow fruit
Momofuku's pantry packs read like a chef's own labelling: hand-drawn marker capitals in white, a small yellow peach with a green leaf (#f6c21a) as the only logo device, and the food itself doing most of the visual work. Chili crunch jars are clear glass with a white screw lid and copy printed straight onto the glass, so the dark red oil and chili flakes become the pack colour, with variants called out in a rough highlighter-like strip (red for extra spicy, yellow for hot honey). Noodle pouches flip to a matte dark body in one colour per flavour, a torn-tape cream label carrying the flavour name, and a close-up photo of noodles lifted on chopsticks. Sauces follow in dark bottles with the same white marker type.
Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.
Pack body
Chili Oil Red
#6e1d14
The contents seen through the clear jar; effectively the jar's colour
Lid White
#f3f2ee
Ribbed white screw lids on the glass jars
Label
Tape Cream
#e9e1d3
Torn-paper strip label carrying the noodle flavour name
Ink
Marker White
#ffffff
Hand-lettered product name, wordmark, underline and net weight printed on glass and pouches
Accent
Fruit Yellow
#f6c21a
The small yellow peach icon on every pack, and the strip behind 'Hot Honey'
Leaf Green
#4f9a3a
Leaf on the peach icon
Count Orange
#ef8a23
Small starburst holding the pack count on noodle pouches
Range coding
Extra Spicy Red
#d42a1d
Highlighter strip behind 'Extra Spicy' on the hotter jar, and the spicy soy pouch
Sesame Brown
#6b4632
Matte pouch body for sesame miso noodles
Soy Charcoal
#2b2826
Matte pouch body for soy and scallion noodles
Tingly Green
#4f8a73
Pouch body for tingly chili noodles
Typography
Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.
On jars the product name is the widest line, underlined with a single hand-drawn stroke, with the peach, wordmark and variant above it and net weight below. On pouches the lowercase rounded wordmark and peach lead at top left, and the flavour name in marker capitals sits on the cream tape strip, with small claim roundels and a short flavour note around the photo.
Type scale
Estimated cap size as a share of the panel · Front of the 5.5 oz chili crunch jar, about 90 mm tall
product-name
12% · Regular · Display
CHILI CRUNCH
jar-wordmark
6% · Regular · Display
PEACHTREE
variant-strip
6% · Regular · Display
EXTRA SPICY
pouch-wordmark
5% · ExtraBold · Label
peachtree
tape-flavour
5% · Regular · Display
SESAME MISO NOODLES
net-weight
3% · Regular · Body
NET WT 5.5 OZ (155 G)
Fonts
Display
Permanent Marker
Looks like
Custom marker hand, Permanent Marker
Type
Hand-drawn marker capitals
Weight
Regular
Case
Uppercase
Tracking
Slightly open, about +2%
Fallback
Marker Felt, Comic Sans MS, cursive
Product name, jar wordmark, variant word in the highlighter strip and noodle flavour on the tape, with an uneven baseline.
Label
Nunito
Looks like
VAG Rounded Bold
Type
Rounded sans
Weight
ExtraBold
Case
Lowercase
Tracking
Tight, about -1%
Fallback
Arial Rounded MT Bold, sans-serif
Lowercase wordmark beside the peach on pouches, and protein and claim roundels.
Body
Roboto Condensed
Looks like
Helvetica Condensed
Type
Plain condensed sans
Weight
Regular, Bold
Case
Uppercase
Tracking
Slightly open, about +3%
Fallback
Arial Narrow, sans-serif
Net weight under the underline on jars, pack contents along the pouch base, flavour notes and back copy.
Structure & Proportions
Proportions
Purpose
Value
Preview
Jar print coverage
About 30% of the jar face, centred block
Product name width
About 75% of jar width
Peach icon
About 12% of jar height, top of the block
Pouch photo
About 55% of pouch height, lower centre
Tape strip
About 12% of pouch height, upper third
Colours per pack
Jars: white ink, yellow peach, product colour; pouches: body colour, cream tape, white, yellow
—
Density
Compact type block on jars; photo-heavy pouches with small badges
—
Shapes
Element
Value
Preview
Jar
Straight-sided glass jar with ribbed white screw lid
Variant strip
Rough highlighter band behind the word
Tape label
Torn-edged cream strip
Pack count
Small orange starburst
Claim badge
Small roundel
Finishes
Clear glass
Chili crunch jars · transparent
Matte paper-touch film
Noodle pouches · matte
Glossy moulded lid
Jar lids · gloss
Formats and materials
Formats
Glass jar, Multi-pack pouch, Squeeze bottle, Glass sauce bottle, Gift tin
Materials
Glass, Flexible film, Plastic, Tinplate
Closures
White ribbed screw lids on jars, flip and nozzle caps on sauces, heat-sealed tops on pouches
Decoration
Direct white print on glass, Hand-lettering, Highlighter strip, Torn-tape label graphic, Food photography window
Front Panel
Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.
Jar upper
Jar middle
Jar lower
Pouch top
Pouch body
Jars have no label, just a centred block of white marker type printed on the glass. Pouches use a full-bleed matte colour with a cream tape strip across the upper third and a large food photo below.
Zone
Content
Jar upper
Yellow peach icon centred
Jar middle
Wordmark, variant in a colour strip, product name underlined
Jar lower
Net weight in metric and imperial
Pouch top
Peach icon and lowercase wordmark, orange count starburst at right
Pouch body
Cream tape with flavour name, noodle photo, small claim roundels and a short flavour note
Range System
Jars stay identical and let the contents set the colour, flagging variants with a coloured strip; noodle pouches each own one matte body colour while the tape label, wordmark and photo framing stay fixed.
Original chili crunch = clear jar, white type only
Extra spicy = red strip behind the variant
Hot honey = yellow strip
Sesame miso = brown pouch
Soy & scallion = charcoal pouch
Tingly chili = green pouch
Spicy soy = red pouch
Back of Pack & Shelf
On jars the back of the glass carries a second white print block read through the oil; on pouches the matte colour continues with cooking steps, nutrition and ingredients in white condensed sans, and the barcode on a cream patch.
Short chef's note on how to use it
Cooking steps with small numbered icons (pouches)
Nutrition facts panel in white
Ingredients and allergens
Barcode on a small cream patch, recycling note
On shelf
Jars line up as dark red columns with identical white lids and white handwriting, while pouches form a row of muted matte blocks with the same cream tape stripe across each, so the brand reads as handwriting on dark food.
Imagery
Tight food photography of glossy noodles on chopsticks on the pouches; on jars the real chili oil is the image. The only drawn element is the small flat yellow peach with a green leaf.
Guidelines
Do
Print jar copy in white (#ffffff) directly on clear glass so the dark contents become the background.
Hand-letter the product name in uneven Display marker capitals about 75% of jar width with a single underline stroke.
Use one small flat yellow peach-style icon (#f6c21a) as the brand device on every pack.
Flag a stronger or sweeter variant with a rough highlighter strip behind its name.
Give each pouch flavour one matte dark body colour and a cream torn-tape label (#e9e1d3).
Show the food big and glossy on pouches, framed close, about 55% of pouch height.
Top every jar with the same white ribbed screw lid.
Don't
Don't add paper labels to the jars.
Don't set product names in a clean typeface; they should look hand-written.
Don't use glossy or metallic films on the pouches.
Don't add patterns or ornaments; the food and the hand-lettering carry it.
Don't change the tape label position between flavours.
Don't use bright saturated pouch colours; keep them muted and dark.
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